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Watch now: John Lewis's £7m animated Christmas ad revealed

High street retailer John Lewis is seeking to tug on the heartstrings of shoppers this Christmas with a Disney inspired animated tale of a hare battling to ensure a bear doesn’t miss out on the festivities.

Debuting on TV screens tomorrow during an entire 120 sec long advert break on ITV’s The X Factor, bought at a cost of £400k, the hand drawn ad also includes a soundtrack performed by Lily Allen.

A spokesperson for the retailer said: “The story evokes the excitement of a first Christmas and the importance of friendship and thoughtfulness.”

The blockbuster seasonal ad has become something of an annual event for the department store which has become famous for its lavish output at this time of year, racking up millions of views on YouTube between them.